G&L Guitars continuing Leo Fender's guitar-making tradition, considered by many to be more reminiscent of Fender's spirit than Fender itself.
In the heart of the guitar manufacturing industry, **G&L Custom Shop** continues to carve out a unique niche, focusing on the creation of highly personalised, artist-driven, and master-crafted instruments. This approach, reminiscent of the legacy of skilled luthiery, emphasises craftsmanship, customisation, and a strong connection with musicians' specific playing styles and preferences.
Founded by Leo Fender and George Fullerton in 1980, G&L is a brand renowned for producing high-quality instruments. Over the years, the company has released several models such as the ASAT, S-500, Skyhawk, Nighthawk, Climax, Legacy, and Jerry Cantrell's Rampage. Steve Araujo, G&L's director of sales and artist relations, who has been with the company for more than seven years, plays a pivotal role in maintaining these connections.
G&L's growth strategy mirrors that of other successful Custom Shop models, such as Fender's, which pioneered this strategy. This includes creating special runs and signature artist models, employing master builders, offering deep personalisation options, and maintaining a balance between respect for tradition and pushing innovation in guitar manufacturing.
This focus on artistry, quality, and customisation fosters a strong brand identity and a loyal customer base willing to invest in premium, uniquely crafted guitars. For G&L, this strategy likely contributes to its expansion by attracting skilled players and collectors seeking unique, superior quality instruments, creating instruments that are considered works of art, and allowing for innovation tied closely to musician feedback and artist partnerships.
One such innovation is the upcoming 24-fret version of the Rampage guitar, made famous by Jerry Cantrell. The Rampage 24 will come in multiple finishes, including ivory, black, and maple and ebony, and will also be available in two-pickup and Kahler tremolo versions. Beyond the Rampage 24, G&L plans to release a series of artist models, some of which may become production models.
The G&L Custom Shop, established in 2017, has experienced significant growth in the past year, with the company's legacy players, such as David Gilmour, Kenny Aaronson, and Tom Hamilton, starting to be noticed by newer players. Despite this growth, G&L remains committed to its roots, with no plans to move away from Fender Avenue, where Leo Fender built the company.
G&L's social media efforts have also improved, helping to showcase the connection to Leo Fender and attract younger players and popular influencers. The company's guitars are crafted in the spirit of Leo Fender, and dealers are excited about this connection.
While direct information on G&L Custom Shop’s exact growth strategy specifically is scarce, it is clear that the Custom Shop concept itself — focusing on artistry, quality, and customisation — is a proven growth driver and brand differentiator in the guitar manufacturing industry.
- In the same vein as Fender's Custom Shop, G&L focuses on special runs, signature artist models, employing master builders, deep personalization options, and a balance between tradition and innovation in their guitar manufacturing.
- Founded by Leo Fender and George Fullerton in 1980, G&L is a brand known for producing high-quality guitars, including the ASAT, S-500, Skyhawk, Nighthawk, Climax, Legacy, and Jerry Cantrell's Rampage.
- One such innovation from G&L is the upcoming 24-fret version of the Rampage guitar, designed in various finishes and available in two-pickup and Kahler tremolo versions.
- Despite recent growth, G&L remains faithful to its origins, with no intention of leaving Fender Avenue, where the company was originally built by Leo Fender.
- The G&L Custom Shop, established in 2017, has experienced significant growth in the past year, with legacy players such as David Gilmour, Kenny Aaronson, and Tom Hamilton gaining attention from newer players.
- G&L's guitars are crafted in the spirit of Leo Fender, and this connection, showcased through improved social media efforts, attracts younger players and popular influencers, contributing to the growth of the company.
